MINI UK has teamed up with earned advertising agency, The Brooklyn Brothers to launch the #BigDaysOut campaign to promote the MINI Countryman as the go-to partner for holidaymakers looking for adventure off the beaten track.
At the core of the campaign is the Big Days Out Index, an interactive guide to the top 100 wildest locations across the UK.
Created by a team of analysts who trawled multiple data sources from hashtags to tourism data, the MINI Big Days Out Index is a one-stop shop for staycation ideas and hidden gems – with every location given a score out of 100 including a wildness rating for being a lesser-known adventure spot.
Adventure-loving celebrities are test driving the Big Days Out Index and capturing their travels on films that are being launched across social channels including Instagram and YouTube under #BigDaysOut.
This includes comedian Joel Dommett and his wife Hannah Cooper testing out Europe’s biggest zip wire and trying their hand at axe throwing in North Wales and singer Sophie Ellis-Bextor taking her family in their MINI Countryman for a Big Day Out to the New Forest.
Longstanding MINI ambassador Joe Wicks will also be jumping into his MINI Countryman and taking his now famous “PE with Joe” workouts to some of the country’s most iconic spaces during August. Wicks started in West Sussex and completed six workout events on his way up to Edinburgh, with all ticket sale proceeds going to Children in Need.
MINI has also partnered with Longleat, kitting out the park with a fleet of 10 animal-print MINI Countryman Plug-In Hybrids, which will provide Longleat’s animal team with a more sustainable way to get around the estate, as well as the flexibility to carry out their offsite educational outreach.
To launch this new collaboration, Longleat and MINI are offering visitors the chance to journey around the safari park in a MINI Countryman. Guests who have pre-booked tickets to this experience at Longleat will have the opportunity to spot roaming lions, tigers, and monkeys up close from a fleet of MINI Countryman between 21-31 August.
All proceeds from ticket sales will be going towards African wildlife conservation charity, Tusk.
“With many of our typical foreign holidays grounded, millions of us are thinking ‘now what?’ We wanted to find a way to serve huge doses of UK trip inspiration, full of fun and possibility, because there’s never been a better time to discover your Countryman spirit of adventure. Thanks to The Brooklyn Brothers and our partners, we hope everyone gets a chance to enjoy some #BigDaysOut” said General Manager Marketing and Product Management at MINI UK, Colette Healy.
Media and SEO was handled by Wavemaker, and events managed by Wasserman.